Eurowings, Europa-Park and Rock am Ring leading German Instagram Top 100 Q4

12 Jan Eurowings, Europa-Park and Rock am Ring leading German Instagram Top 100 Q4

Posted at 10:15h in Instagram Top 100 by

The research for the last quarter of 2022 has been finalised and the results are in. We now know which German brands were the most successful on Instagram in Q4, but do all top accounts simply post frequently or do they have other strategies? And what can influencer marketing do for your brands’ Instagram account? Find out the details in this article.

 

The research

The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful German and international brands with a German account on Instagram are rated based on the number of followers and engagement rate*. Every quarter, the brands that score best on average on these points appear in the Instagram Top 100. At the beginning of February, the list of the most successful brands on Instagram over the entire year of 2022 will be announced. The complete list for Q4 can already be found later in this article.

Growing your Instagram community

In the fourth quarter of 2022, the podium spots are taken by Eurowings, Europa-Park and Rock am Ring. These three brands are no strangers to the Instagram Top 100 list. Starting off with this quarter’s frontrunner: Eurowings. This German airline has excellent likes activity and very good commenting traffic; they certainly do not lack the quality of an active audience. The Eurowings account definitely makes us excited to go on a holiday.

Moving on to Europa-Park, Germany’s largest theme park. They have a huge following, which is steadily increasing each quarter. In Q4 they grew their community on Instagram with a whopping 20.251 new followers. To be honest, seeing an adorable Euromaus on your feed every day would already be reason enough to hit that follow button. At number 3 this quarter: Rock am Ring. This rock music festival knows how to keep their audience in suspense… and it works. Although they don’t have a high posting frequency, followers stick around to be the first to get all the information on upcoming festivals. The best-performing post of Q4 was one where the line-up for the June 2023 edition of the rock festival was announced.

The power of influencer marketing

Clinique Germany is new in the Top 100 this quarter and immediately took number 16 in the list. They did especially great in the month of December, where they partnered with German influencer Bella. The two partnered up for a giveaway, and the feedpost announcing this giveaway reached an exceptional engagement rate of 52.92%. From there, the makeup brands’ follower count increased by more than 11,000 in 25 days!

Some other new names in the list who have risen remarkably fast are Original Wagner (8), Maybelline Germany (12), Sharkoon News (25), Benefit Germany (68), LG Germany (69), SMEG Germany (78), and Rewe (80). On the other hand, Otto Germany was number 10 in the Q3 list, and has now completely disappeared from the overall Top 100. Want to know what else happened? Check out the full list of Q4 below.

 

German Instagram Top 100 – Q4 2022

 

Q4 2022
Account
Followers
Engagement rate
Rise / Drop
1
eurowings
332,590
2.69%
0
2
europapark
535,431
1.47%
+1
3
rockamringofficial
173,055
4.15%
+1
4
kliemannsland
381,920
1.47%
+1
5
deutschebahn
160,988
2.45%
+3
6
rosental_organics
166,022
2.30%
+41
7
mcdonaldsde
295,013
1.25%
+13
8
original_wagner
95,320
5.79%
+99
9
jilsander
825,995
0.71%
-2
10
bmwdeutschland
220,075
1.30%
+15
11
theofficialbrabus
1,330,822
0.62%
-9
12
maybelline_de
249,170
1.21%
+163
13
steinwayandsons
308,329
0.99%
+6
14
alangesoehne
512,825
0.77%
-3
15
haribo_deutschland
129,079
2.02%
+23
16
cliniquegermany
83,114
3.79%
+209
17
splashfestival
92,265
2.69%
0
18
hurricanefestival
92,591
2.28%
-6
19
funnyfrisch
83,944
2.32%
+8
20
spotifyde
190,694
1.02%
+31
21
zoo.leipzig
112,699
1.69%
-3
22
frankfurtairport
315,871
0.70%
+11
23
fridaysforfuture.de
534,647
0.58%
-10
24
playstationde
476,097
0.59%
-3
25
sharkoonnews
58,822
4.19%
+155
26
canondeutschland
209,312
0.93%
-3
27
audi_de
1,324,206
0.47%
+21
28
legogermany_official
109,806
1.45%
+16
29
adidas_de
712,164
0.54%
+10
30
alternate.de
262,540
0.72%
+67
31
movie_park_official
81,129
2.13%
-9
32
tu.muenchen
62,870
2.75%
0
33
netflixde
2,787,502
0.42%
-2
34
nintendode
326,439
0.58%
-19
35
dhl_global
175,697
0.88%
+22
36
tierparkberlin
65,380
2.20%
-2
37
stabilodeutschland
79,462
1.88%
-9
38
boschglobal
47,654
52.09%
-1
39
redbullgermany
353,976
0.55%
-33
40
jackwolfskin
202,209
0.71%
-31
41
frittenwerk
70,294
1.92%
+26
42
phantasialand
268,473
0.59%
-12
43
munich_airport
73,163
1.71%
-2
44
heideparkresort
92,014
1.25%
-1
45
disneyplusde
309,839
0.55%
-29
46
yeauty_official
50,331
2.93%
+12
47
oatsome
159,424
0.78%
+41
48
volkswagen_de
218,127
0.60%
-22
49
hornbach_de
45,595
3.00%
0
50
nikeberlin
67,102
1.49%
+41
51
rose_bikes
228,159
0.58%
-15
52
rwthaachenuniversity
61,788
1.85%
-10
53
porsche
26,965,446
0.29%
-39
54
behringer
188,850
0.60%
-19
55
sonordrumco
308,936
0.46%
+16
56
essence_cosmetics
2,731,551
0.30%
+13
57
lmu.muenchen
50,848
2.27%
-17
58
justspices
505,606
0.38%
+21
59
ruhrunibochum
37,737
4.15%
-3
60
joop
45,166
2.33%
-15
61
nikondach
136,340
0.66%
-37
62
disneydeutschland
620,857
0.31%
-8
63
lufthansa
1,467,960
0.26%
-2
64
deutschetelekom
51,314
1.50%
+17
65
primevideode
427,198
0.31%
+7
66
zoo_osnabrueck
35,574
2.76%
+8
67
hellofreshde
163,144
0.54%
+71
68
benefitgermany
425,090
0.31%
+99
69
lg_deutschland
33,012
3.84%
+191
70
instax_de
54,575
1.25%
-20
71
daimlertruck_ag
342,388
0.32%
-18
72
rimowa
764,219
0.24%
-13
73
erlebniszoohannover
42,856
2.07%
-18
74
tuideutschland
121,431
0.57%
-6
75
kaufland
305,373
0.33%
+67
76
dr.oetker_deutschland
456,385
0.29%
+1
77
duschbrocken
38,728
2.10%
-2
78
smeg_germany
42,603
1.93%
+163
79
ubisoftde
110,911
0.57%
+49
80
rewe
255,416
0.38%
+97
81
birkenstock
1,144,925
0.19%
+1
82
legolanddeutschlandresort
50,230
1.11%
-4
83
coppenrathundwiese
65,153
0.79%
+61
84
uni_koeln
29,468
2.60%
+12
85
rittersport
112,685
0.51%
-33
86
bechstein.official
25,004
5.03%
0
87
meinlpercussion
51,372
0.95%
+27
88
vodafone_de
68,840
0.70%
+53
89
dm_deutschland
1,813,117
0.14%
+28
90
sennheiser
619,136
0.17%
+9
91
zoo_rostock
31,432
2.19%
-26
92
leica_camera_deutschland
52,396
0.92%
-5
93
montblanc
1,766,958
0.13%
-20
94
unileipzig
35,746
1.71%
+9
95
karlserlebnisdorf
142,846
0.40%
-49
96
mercedesbenz_de
7,633,942
0.11%
+4
97
volvocarde
46,167
1.00%
+15
98
staedtler
291,682
0.27%
-28
99
tripsdrill
51,328
0.89%
-23
100
jblaudio_de
51,235
0.90%
+9

 

Explanation of study

In this independent research, a number of factors were taken into account for the selection of brand accounts. To get a reliable engagement rate, only accounts with more than 10,000 followers are included. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs. In addition, accounts with an 18+ setting (such as those of some alcoholic beverages and lotteries) are excluded due to settings of Instagram.

*Engagement rate shows the percentage of the audience who engages with the content posted by the brand. Calculation: the likes and comments divided by the follower count and the number of posts for the given period.

Want to find out which brands in neighbouring countries are successful on Instagram?

♦ View the Dutch Instagram Top 100 of Q4 here
♦ View the Belgian Instagram Top 100 of Q4 here

Is your brand not listed? Please contact us via this form.

 

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